Leveraging AI for Smart Demand Generation with Josh Carter, Pavilion

02/24/25 • 26 min

“Identify the things that are eating away at people's time to do the jobs that they are getting paid to do,” says Josh Carter, Senior Director of Demand Generation at Pavilion

In this episode of The Content Cocktail Hour, Josh Carter, Senior Director of Demand Generation at Pavilion, explores the unique challenges of marketing a professional membership community. Josh shares how Pavilion approaches demand generation differently than traditional B2B companies, why referrals are their most powerful growth engine, and how AI is transforming both internal efficiency and the buyer experience. He also explains the crucial role of a brand in long-term marketing success and why companies need to rethink how they leverage AI in their content strategies.

In this episode, you’ll learn:

Why referrals drive 60-70% of Pavilion’s new memberships - and how they activate that channel
How AI is helping sales teams personalize outreach and improve conversion rates
The role of brand investment in building long-term demand and trust

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116

Explore Pavilion: https://www.joinpavilion.com/

2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-report

Timestamps:

(00:00) Intro

(02:00) Understanding Pavilion's unique DemandGen approach

(04:06) The role of AI in Pavilion's sales process

(04:57) Optimizing the sales funnel with AI

(06:02) Leveraging AI for personalized marketing

(15:17) Building a centralized AI knowledge repository

(17:29) Balancing AI and brand authenticity

(21:55) The importance of brand in B2B marketing

“Identify the things that are eating away at people's time to do the jobs that they are getting paid to do,” says Josh Carter, Senior Director of Demand Generation at Pavilion

In this episode, you’ll learn:

Why referrals drive 60-70% of Pavilion’s new memberships - and how they activate that channel
How AI is helping sales teams personalize outreach and improve conversion rates
The role of brand investment in building long-term demand and trust

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116

Explore Pavilion: https://www.joinpavilion.com/

2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-report

Timestamps:

(00:00) Intro

(02:00) Understanding Pavilion's unique DemandGen approach

(04:06) The role of AI in Pavilion's sales process

(04:57) Optimizing the sales funnel with AI

(06:02) Leveraging AI for personalized marketing

(15:17) Building a centralized AI knowledge repository

(17:29) Balancing AI and brand authenticity

(21:55) The importance of brand in B2B marketing

Previous Episode

Building The Future of B2B Marketing with Anthony Kennada, AudiencePlus

“If you're a content marketer, it's probably the golden era of your practice coming, because creativity is going to be rewarded,” says Anthony Kennada, Founder and CEO of AudiencePlus

In this episode of The Content Cocktail Hour, Anthony Kennada, founder and CEO of AudiencePlus, breaks down a major announcement—the merger of AudiencePlus and The Juice. They discuss how this game-changing move brings together two companies that were tackling the same challenge from different angles, ultimately empowering B2B marketers to create, distribute, and convert content more effectively than ever before. Jonathan and Anthony explore the state of B2B marketing today, why traditional lead-generation tactics are failing, and how AI, first-party data, and owned media are shaping the future.

In this episode, you’ll learn:

Why traditional inbound marketing is broken—and what’s replacing it
How first-party data and AI are reshaping B2B content strategies
The real reason brand and demand should never be separate

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Connect with Anthony on LinkedIn: https://www.linkedin.com/in/akennada

Explore AudiencePlus: https://audienceplus.com

Timestamps:

(00:00) Intro

(01:27) Why the old marketing playbook no longer works

(07:36) The myths and realities of multi-touch attribution

(13:30) The role of AI and first-party data in marketing’s future

(15:41) The real reason marketing budgets get cut

(21:10) The dark social dilemma: Can it actually be tracked?

(22:15) How AudiencePlus and The Juice are combining forces

Next Episode

Establishing Buyer Trust Through Quality Reviews with Allyson Havener, TrustRadius

“People read three-star reviews. They don't read five-star reviews. People are looking for truth. They're looking for actual helpful content, and nothing's five stars,” says Allyson Havener, CMO at TrustRadius

In this episode of The Content Cocktail Hour, Allyson Havener, CMO at TrustRadius, explores how reviews, AI, and data-driven content are shaping modern B2B marketing. Allyson shares why quality beats quantity when it comes to reviews, how TrustRadius is setting the industry standard for authenticity in customer voice, and why proprietary data is a brand’s secret weapon in the age of AI. She also offers her unique perspective on why CMOs, not CROs, should lead go-to-market teams and how aligning marketing with finance is a game-changer.

In this episode, you’ll learn:

Why TrustRadius rejects nearly half of its submitted reviews to maintain quality and credibility
How AI is affecting buyer trust—and how businesses can protect their content from becoming commoditized
The hidden power of proprietary data and how it fuels content, product, and marketing strategy

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Allyson on LinkedIn: https://www.linkedin.com/in/allyson-havener

Explore TrustRadius: https://www.trustradius.com

Timestamps:

(00:00) Intro

(01:16) Understanding TrustRadius

(02:04) Balancing vendor and buyer solutions

(04:54) The importance of quality reviews

(05:53) Philosophy and strategy at TrustRadius

(08:52) AI's role in reviews